E-Marketing to Boomers

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If your ecommerce marketing plan is overlooking the fact Baby Boomers invented the Internet, cell phones, the PC and video games you’re leaving money on the table. Born between 1946 and 1964, Baby Boomers are also currently at a period in their lives when most of them have made their money and are actively looking for ways to enjoy it. In many cases, they’ve also inherited family wealth—plus their children are “grown and gone”.

ecommerce marketing

In other words, e-marketing to baby boomers is a very smart idea.

Here’s what you need to know to be effective at it.

Speak Wisely and Carry a Big Idea

Far from a one-size-fits-all situation, to be successful, you’ll need to target the group within the group most likely to be open to your products. Once you’ve done that, it will be easier to identify which communication channels will get your messaging to them most effectively.You will also have a better idea of what to say and when to say it to get them to see you in your best light. Now, with that said, mostBoomers do love Facebook.

Relativity Is More Than a Theory

Your image, message and product must be relatable. Honesty is especially valued within this group. Remember, these are the people who turned on, tuned in and dropped out—because they distrust institutions. Market your products with pictures of people in their age group. Make your“About Us” page insightful and above humanistic. Boomers want to know with whom they’re doing business and they want it to be someone who shows respect for their values.

Hard Selling Falls Flat

This generation eschewed mass manipulation in all its forms. Any attempt to hard sell them will be met with a stony glare. It’s best to explain your offerings in terms of the benefits to be derived and leave Boomers to form their own opinions. They’re going to do all sorts of research before they purchase anyway, so the best thing you can do is lay out your case and wait. If you’ve vividly demonstrated your product makes life easier, better or more enjoyable than your competitors, you’ll get the business.

Treasure Hunts? Nope!

Whether you’re marketing furniture, ebooks orcosmetics; sites need to be easy to navigate and capable of leading a shopper directly to the product for which they came. An attractive design is good to have—sure. But it must also be intuitive. Introducing complication for the sake of complication is a good way to get Boomers to bounce out of your ecommerce site in favor of someone who is less vain. If you’re having trouble in this area, consider using one of the free website templates offered by providers like Shopify. They’ve already taken this issue into consideration.

Shut The Garden Door

The security of your site must be well in evidence. Trust certificates, secure payment gateways and every other security feature should be touted proudly. Online security is a significant issue for these people as identity theft could be absolutely ruinous at this stage in their lives. Further, few generations value privacy more than Boomers. Remember that whole “trust” thing we alluded to above? We’re dealing with people who were lied to by authority figures and sent off to fight a war most of them didn’t believe in. Earning their trust and protecting it is a must.

Be an Open Book

Make contacting you easy to do. The last thing you want to do is frustrate a customer with this much buying power.When they try to contact you, respond as quickly as humanly possible. Boomers also want real-live human beings when they have problems. Your contact page should have a phone number at which a living being can be reached during commonly acknowledged business hours.

If these tips look like they’d apply across the board, it’s because e-marketing to Boomers is simply making every effort to do business the right way. When you please Boomers, you’ll appeal to every other type of shopper too.